Short Answer

Question 1

Discuss the relationship between ads and editorial in magazines

Answer 1

• Ads and articles look the same,catpture attention
• Article topics match ad topics
• Ads are tailored to zip codes
• Ads go in mags before the editorial
• Ad design layout matches the magazine designs
• Ads sell perfection

Question 2

Define and discuss complementary copy

Answer 2

-editorial in mags put the reader in a buying mood.

• Magazines will never run articles contrary to ads.
• People trust magazines more thn any other media

Question 3

Discuss the idea of books being inherently dangerous.

Answer 3

yolo swag

Question 4

List three areas that 80% of ads were for in mid 1800’s. Why was this true?

Answer 4

1. Land sales
   2.Transportation announcements
   3.Runaway slaves
   Because there were no consumer goods back then. No need for advertisement.

Question 5

Two most advertised products at the end of the 19th century? What happened to advertising because of patent medicines?

Answer 5

1.Department stores
2.Patent medicines
Patent medicine companies started ‘branding’ their product to differentiate from the competition

Question 6

Define the three areas of advertising agencies we talked about in class

Answer 6

Account executives - Wear suits talk to clients
Media buyers - Place the ads according to specific time and location
Market researchers - asses behavior and attitudes of consumers using demographics and psychographics

Question 7

Define demographics and psychographics and explain how they might be used in advertising.

Answer 7

Demographics- Groupong people buy ethnicity, gender, and age– we can determine patterns of buying and can use it to increase sales via different ads.
Psychographics- Researching people via categories: Interests, beliefs, attitudes and motivation

Question 8

List and define the eight (8) persuasive strategies. Be able to explain why you think they work.

Answer 8

Famous Person
Plain folks pitch- Selling a moment in peace.
Snob Appeal- people think that they will be better
Bandwagon-Everyone is doing it,FOMO
Hidden fear- Consumers sense of insecurity
Irritation- Deliberately irritat; make you remember.
Association Principle-Tieing a product to feeling or emotion
Disassociation- Big corporations pretend to be small, local businesses: Coke created “Fruitopia” to compete with Snapple

Question 9

Discuss how PR is different from advertising

Answer 9

• PR does not need money to produce content, where advertising generally needs a lot.
• No control of how the content is portrayed in the media where advertising does.
• More credible than advertising straight from source.

Question 10

Compare the PR and the Tylenol and Exxon examples.

Answer 10

In the Exxon Valdez oil spill, there was a very slow response from Exxon PR, they never took responsibility, and their action was ‘forced.’

When Tylenol consumers found Cyanide pills in bottles, Tylenol PR responded very quickly, CEO apologized and took full responsibility even though not to blame, took immediate action to recall product, re-released product with tamper resistant seal - invented by Tylenol

Question 11

Be able to list at least five elements of public relations.

Answer 11

• Research
• Media,employee,commnity Realtions
• Public affairs
• Government affairs
• Development